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master's thesis
Strategija oglašavanja putem digitalnih medija na primjeru online kupovine
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. urn:nbn:hr:251:180521
Rebić, Jelena
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Institutional repository: Repository of the Academy of Arts and Culture in Osijek

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Rebić, J. (2021). Strategija oglašavanja putem digitalnih medija na primjeru online kupovine (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:180521

Rebić, Jelena. "Strategija oglašavanja putem digitalnih medija na primjeru online kupovine." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:180521

Rebić, Jelena. "Strategija oglašavanja putem digitalnih medija na primjeru online kupovine." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:180521

Rebić, J. (2021). 'Strategija oglašavanja putem digitalnih medija na primjeru online kupovine', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 14 January 2025, https://urn.nsk.hr/urn:nbn:hr:251:180521

Rebić J. Strategija oglašavanja putem digitalnih medija na primjeru online kupovine [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:251:180521

J. Rebić, "Strategija oglašavanja putem digitalnih medija na primjeru online kupovine", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:180521

Metadata
TitleStrategija oglašavanja putem digitalnih medija na primjeru online kupovine
Title (english)Advertising strategy through digital media - online shopping example
AuthorJelena Rebić
MentorIva Buljubašić (mentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberMarina Đukić (član povjerenstva)
Committee memberMarija Šain (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Razvoj digitalnih medija i tehnologije doveo je do svakodnevnog korištenja medijskih sadrţaja, informiranja te komunikacije putem elektroniĉkih medija. Prihvaćanjem interneta kao alata za poslovne i osobne potrebe stvorili su se i novi kanali za oglašavanje i marketinški angaţman. On line oglašavanje nudi nam mnoštvo benefita ali i izazova jer koristeći digitalne medije, tvrtke moraju pronaći naĉin za privlaĉenje, angaţiranje i pretvaranje virtualnih posjetitelja u klijente. Elektroniĉka trgovina ĉini najsuvremeniji oblik organizacije poslovanja kojemu teţe gotovo svi gospodarski subjekti orijentirani osvajanju što boljih i većih trţišnih pozicija i intenzivnom ulaganju u razvojne poslovne aktivnosti. U ovom radu provedeno je empirijsko istraţivanje koje se temelji na strukturiranoj anketi, koja je provedena na uzorku od 109 ispitanika. Rezultati istraţivanja ukazuju na pozitivan stav ispitanika o utjecaju oglašavanja putem društvenih mreţa na korištenje usluge on line kupovine te o porastu on line kupovine tijekom pandemije COVID-19. Naime, pokazalo se kako oglašavanje putem društvenih mreţa ima puno prednosti i vrlo je vaţno sredstvo jer dozvoljava organizaciji da promovira svoje proizvode i usluge putem vizualnih kanala.
Abstract (english)
The development of digital media and technology has led to the daily use of media content, information and communication through electronic media. With the adoption of the Internet as a tool for business and personal needs, new channels for advertising and marketing engagement have been created. Online advertising offers us many benefits but also challenges because using digital media, companies must find a way to attract, engage and turn virtual visitors into customers. Electronic commerce is the most modern form of business organization, which is sought by almost all economic entities oriented to win better and larger market positions and intensive investment in development business activities. In this paper, an empirical study based on a structured survey was conducted on a sample of 109 respondents. The results of the research indicate a positive attitude of the respondents about the impact of advertising on social networks on the use of online shopping and the increase in online shopping during the COVID-19 pandemic. Most importantly, it has been shown that advertising through social networks has many advantages and is a very important tool because it allows the organization to promote its products and services through visual channels.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:180521
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Cultural Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-03-29 13:17:00